Commercial blogging means writing short (a few hundred to a thousand words) articles and posting them to a news page on your business’s website – exactly like the one you’re reading now!
You might have read a few blogs yourself from various companies and are wondering what regular blogging could do for your business. Well, put simply, companies that write and post a moderate number of blogs, say one or two a month, enjoy 67% more sales opportunities than companies that do not. (1)
Your time is important, and you’re not going to want to waste it on something that won’t help your business. But blogs aren’t just for the benefit of the reader! A good blog can drive traffic to your website, convert that traffic into leads and establish your position as an expert in your field.
Making your business easier to find
Think about how people might come across your business online. They might already know your website address and go straight there – but that’s an audience you already have. Otherwise someone will use a search engine, and you have to be somewhere on the front page. You know the old joke – Where do you hide a dead body? On page 2 of Google….
Whether you can get there depends on Google’s ever-growing list of stipulations that someone who isn’t an SEO marketer may find hard to keep track of. You can pay for AdWords of course, but that is a whole other blog. (Plus 96% of clicks are on the organic search results.)
Keep in mind Google loves nothing more than websites that regularly create pages with fresh, meaty content. How many pages do you have and how often do you update your site with new content? Once a week? Once a month? Or not at all? This is often the case as, let’s be honest, there are only so many times you can rewrite your ‘About Us’ page.
But blogging solves both those problems. Each time you upload a blog, you’re creating one more indexed page on your site, and you’re stuffing it full of new, substantial content. It’s a sign to Google that your website is an active resource with lots of unique, valuable pages they can prioritise. And it’s working, because 53% of businesses rank content creation as the single most effective SEO technique. (2)
Driving traffic and long-term results
Not only will blogs benefit SEO but they can boost your social media as that is also where people are searching for information. YouTube is the second-largest search engine in the world. If you’re regularly creating new content to share with the world, the easiest way to do that is via your social media accounts. Whenever you share a blog link to a blog, you’re driving traffic to your website and helping to maintain your social media presence.
After the initial excitement, when you’ve shared the blog and you get a flurry of engagement and clicks, things will start to quieten down and you might think it’s done its job. But the beauty of blogs is they don’t go away. Because every blog you write gets ranked by Google, you could continue to benefit from enquiries for months.
Plus you don’t just share each new blog once. Schedule it to get posted on social media numerous times. The worst number in marketing is one – my first boss, way back when I started at ITV in 1996 told me that. So rather than seeing blogging as a drain on your precious time, think of it as an investment for the future.
Of course, many business owners still struggle to write blogs, especially when it’s once a week or even once a month. You might not even like writing that much or know what to say. That’s where paying for a copywriting service may come in handy. Key 3 Media does offer a blog writing service, generating unique, SEO-friendly copy that reflects the image of your business. There, shameless plug over, I promise….
Ultimately, regular blogging for small businesses can generate 126% more lead growth than those that do not blog. (1)
What good blogs can do
The best business blogs answer the questions of potential new customers. A blog’s approach should not be to sell, sell, sell… but to help and inform. No one will read 800 words on how great you or your product are – what’s in it for them? WII FM is the best radio station in the world to remember when it comes to copywriting. Think of titles such as “Top tips…”, “How to…”, “Ten things you didn’t know about…”. These suggest to the reader that they can find answers and learn something from you. As a result, an offshoot of writing blogs is that they can position you as an expert, not “just” a business owner.
Establishing your authority may be tricky to measure – we will always prefer tangible leads and traffic – but it’s still a pretty powerful by-product of blogging. 70% of consumers learn about a company through content rather than ads, and if they’re learning that you have specialised skills and a friendly, helpful manner, that can hardly be a bad thing. (2)
Statistics also tell us that those who prioritise blogging are 13x more likely to achieve a positive ROI on their results. (3) So write, share and put a call-to-action at the end so people can easily get in touch if they want. Speaking of which, if you’d like to discuss how we could help you create content or market your business in general, please call 01743 491356 or email email@example.com 🙂
(1) Dube, M. – Business Blogging Facts & Stats That Should Not Be Ignored – active blogs. Available from: https://www.activeblogs.com/blogging-facts-stats/ [Accessed 20th September 2016]
(2) Whitfield, O. (2015) 11 Tweetable Blogging Statistics for Businesses – live+social. Available from: http://www.liveandsocial.com/blog/blogging-statistics/ [Accessed 20th September 2016]
(3) Sukhraj, R. (2016) 21 Little-Known Blogging Statistics to Help Shape Your Strategy in 2016 – iMPACT Branding & Design. Available from: https://www.impactbnd.com/blog/25-little-known-blogging-statistics-to-boost-your-strategy-in-2016 [Accessed 20th September 2016]